Executive summary

GSK Consumer Healthcare wanted to make Theraflu, Russia's market-leading anti-cold and flu treatment, grow twice as fast as the dynamic young challenger brands that were chasing it.

Russia is a huge country – flu and colds travel across it in seemingly random and unpredictable ways and the flu season lasts for an incredible nine months of the year. That makes it hard for consumers to behave rationally and stock up on Theraflu when they need it.

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